We have great pleasure indeed that the First edition “Marketing Management” is placed before the esteemed academicians and researchers, who are the patrons of our book. The Semester edition based on the “Bengaluru Central University” 2nd semester BBA Syllabus is rich in context in order to provide wisdom to the reader in the domain of transformational marketing regine. In the Knowledge era, digital marketing, marketing analytics, relationship marketing, green marketing, grey marketing, social marketing coupled with services marketing are ruling the roost.
Every Chapter starts with learning objectives followed by the explanation of concepts lucidly and maticulously. The summary of each chapter will provide capsule understanding the contents.
Contents –
1. Introduction to Marketing
2. Marketing Environment (Macro)
3. Market Segmentation and Consumer Behaviour
4. Marketing Mix
5. Services Marketing
Skill Development Model Question Paper